This Dove Commercial Follows the Story of an Androgynous Model
Riley von Niessen — August 25, 2016 — Marketing
A part of the brand's #MyBeautyMySay campaign, this Dove commercial follows a young woman named Rain who's faced adversity in the modelling industry for her more masculine features.
She considers what being a "pretty girl" really means by today's standards -- eventually coming to the conclusion that there's no cookie cutter framework that one needs to fall under in order to relate to this phrase. The purpose of the Dove commercial, as well as the others used in the #MyBeautyMySay campaign, is to tell young women that they have every right to feel confident in themselves, without having to change a single thing.
The company succeeds in this by offering more representation of women who flaunt an unconventional beauty, allowing Dove to therefore appeal to more consumers and speak to a conversation surrounding gender standards that's especially prominent amongst the Millennial and Generation Z communities.
She considers what being a "pretty girl" really means by today's standards -- eventually coming to the conclusion that there's no cookie cutter framework that one needs to fall under in order to relate to this phrase. The purpose of the Dove commercial, as well as the others used in the #MyBeautyMySay campaign, is to tell young women that they have every right to feel confident in themselves, without having to change a single thing.
The company succeeds in this by offering more representation of women who flaunt an unconventional beauty, allowing Dove to therefore appeal to more consumers and speak to a conversation surrounding gender standards that's especially prominent amongst the Millennial and Generation Z communities.
Trend Themes
1. Unconventional Beauty Standards - Expanding the definition of beauty to include individuals with non-traditional features opens up new markets for cosmetics and skincare companies to create products that cater to a wider range of consumers.
2. Body Positivity Movement - Embracing diverse body types and promoting self-acceptance presents an opportunity for clothing brands to tap into a growing market of consumers who want fashion options that celebrate and empower all body shapes and sizes.
3. Inclusive Advertising - Companies that feature diverse models in their advertisements can tap into the demand for authentic representation and connect with consumers who are seeking brands that reflect their values of inclusivity.
Industry Implications
1. Cosmetics and Skincare - The cosmetics and skincare industry can leverage the trend of unconventional beauty standards by creating innovative products that cater to a wider range of skin types, tones, and features.
2. Fashion and Apparel - The body positivity movement presents a disruptive innovation opportunity for fashion and apparel brands to create inclusive clothing lines that cater to diverse body types and promote self-expression.
3. Advertising and Marketing - Inclusive advertising provides an opportunity for companies in the advertising and marketing industry to help brands connect with consumers by featuring diverse models in their campaigns and embracing a message of inclusivity.
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